Hallegatte, Damien; Ertz, Myriam; Marticotte, François - In: Journal of Product & Brand Management 27 (2018) 5, pp. 484-497
Purpose: Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry. Nostalgia and retro branding are two paramount...